Wellness SPA | SMM Launch / UK

This project involved the initial social media setup for Salt Plus Holistic Spa, a UK-based wellness center offering services in Essex, Chelmsford, and East London. The spa specializes in three main areas: salt therapy, podiatry (foot health), and aesthetic/wellness cosmetology.

The work was carried out on Instagram and Facebook. Since this was a startup project, the social media presence was built entirely from scratch. The brand’s philosophy is centered around naturalness, alternative healing methods, and a desire to help people, using modern equipment and certified specialists.

Social Media Launch Objectives

The primary goal was to establish a professional and engaging online presence to attract the initial client base and increase sales. The key objectives for the setup phase were:

• Creating representative social media profiles on Instagram and Facebook that reflect the brand’s values and services.
• Developing a recognizable visual identity, including a logo, color scheme, and consistent design templates for all content types.
• Structuring the account for easy navigation, including a clear profile description and organized Instagram Highlights.
• Building a content structure through a detailed rubricator to address the interests of different target audience segments.
• Preparing and launching an initial content grid to ensure a consistent flow of information and engagement from day one.

 

Packaging and Design

A unified visual and textual style was developed from the ground up to create a cohesive brand image across both platforms.

• Visual Elements:
  • • Avatar: A clean and professional logo was created for use as a profile picture on all platforms.

  

  • • Facebook Cover: A branded banner was designed for the Facebook page header.

  

  • • Post Templates: A set of versatile templates was developed for different content categories, including promotions, service descriptions, before/after results, and informational posts. The design maintains a consistent style and color palette.

  

  

  

  • • Instagram Highlights Covers: A series of icons was designed for key sections like «About Us,» «Services,» «Prices,» and «Before/After» to facilitate user navigation.

  

• Textual Elements:
  • • Profile Bio: A concise and informative description was crafted for Instagram and Facebook, outlining the key services (Salt Therapy, Beauty & Wellness, Foot Health), unique selling points (Aesthetic Doctor, Natural Products), and a clear call to action.

  

 

Content Strategy

The content strategy was designed to cater to a diverse audience, ranging from mothers with children seeking natural respiratory treatments to adults interested in advanced cosmetology and podiatry services.

• • Content Rubrics: A comprehensive rubricator was developed using specific hashtags to structure the content and simplify navigation. Key categories include:
    • • #salt_plus_spa_info: Brand introduction, service details, and company news.
      • #salt_plus_spa_results: Client stories and before/after case studies.
      • #salt_plus_spa_promotion: Special offers and contests.
      • Service-specific rubrics: #salt_plus_spa_podiatry, #salt_plus_spa_beauty, and #salt_plus_spa_salt_therapy to highlight problem/solution content for each area.
      • #salt_plus_spa_interesting: Engaging and educational content, such as myth-busting and interesting facts related to the spa’s services.

    

  • Tone of Communication: The brand communication was established to be expert-driven, trustworthy, and caring, emphasizing professionalism (certified specialists) and natural, safe solutions.
  • Posting Schedule: An initial content plan was created for Instagram and Facebook, scheduling 7 posts per week at strategic times to maximize audience engagement.